Turistlerin Demografik Özelliklerine Göre Risk Azaltma Stratejileri: Alanya Örneği

Year 2012, Volume: 23 Issue: 2, 159 - 172, 01.12.2012

Burçin Çetinsöz , Zehra Ege

Abstract

Son yıllarda küresel anlamda ortaya çıkan politik, doğal afet, sağlık ve özellikle ekonomik krizlerin en fazla etkisini gösterdiği sektörlerin başında turizm gelmektedir. Uluslararası seyahatlerin bu krizlerden dolayı risk taşıması, araştırmacıları, turistlerin seyahatleri öncesi olası riskleri azaltıcı çalışmalar yapmaya yöneltmiştir. Küresel çapta krizlerin ortaya çıkması sonucu uluslararası seyahatlere katılan turistlerin risklerden ve belirsizliklerden kaçınmak istemeleri, turizm pazarlamacılarını alternatif pazarlama stratejileri üretmeye zorlamaktadır. Bu araştırmada, Akdeniz’de tatil turizmi için ciddi bir pazar payı bulunan Alanya ilçesine gelen turistlerin tatil öncesi çekim yeri hakkında uyguladıkları risk azaltma stratejileri tespit edilmeye çalışılmış ve demografik özellikler arasındaki farklılıklar ölçülmüştür. Araştırma, 2010 yılının Temmuz ve Ağustos aylarında Alanya ilçesinde 559 kişiye uygulanmıştır. Araştırmanın verileri SPSS kullanılarak faktör analizi, aritmetik ortalama, t-testi ve varyans (ANOVA) analizleri ile ölçülmüştür. Araştırma sonucunda katılımcıların Alanya’ya tatile gelmeden önce uyguladıkları risk azaltma stratejileri ile demografik özellikler arasında anlamlı farklılıklar olduğu tespit edilmiştir.

Keywords

-

References

• Alanya Belediyesi (2010). Rakamlarla Alanya, http://www.alanya. bel.tr/rakalanya.asp, Erişim Tarihi: 10.08.2010.
• ALTİD (2010). Alanya Turistik İşletmeciler Derneği, http://www.
• alanyarehber. com/http.php?r=http%3A%2F%2Fwww.altid. org.tr, Erişim Tarihi: 10.08.2010.
• Akış A. (2007). Alanya’da Turizm ve Turizmin Alanya Ekonomisine Etkisi, Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 17 (1): 15-32.
• Aktaş A., Çevirgen A. ve Toker B. (2007). Alanya Turist Profili Araştırması. Akdeniz Üniversitesi Alanya İşletme Fakültesi, TÜRSAB Alanya Bölgesel Yürütme Kurulu, Alanya.
• Azeem A., Haq Z. (2012). Perception Towards Internet Advertising: A Study With Reference to Three Different Demographic Groups, Global Business and Management Research: An International Journal, 4 (1): 28-45.
• Bertsch G.,Ostermann H. (2011). The Effect of Wellness Brand Awareness on Expected And Perceived Service Quality, An International Multidisciplinary Journal of Tourism, 6 (2):103-120.
• Boshoff C. (2002). Service Advertising: An Exploratory Study of Risk Perceptions, Journal Of Service Research, 4 (4): 290-298.
• Byzalov D., Shachar R. (2004). The Risk Reduction Role of Advertising, Quantitative Marketing and Economics, 2(4):283-289.
• Conyette M. (2011). Demographics for Segmentation in Online Travel, International Journal of Trade, Economics and Finance,
• (1): 93-98.
• Cox D. F. (1967). Risk Handling in Consumer Behavior: An Intensive Study of Two Cases.Risk Taking and Information Handling
• in Consumer Behavior. (Editör: D. F. Cox), Harvard University Press: Boston.
• Demir M. Ö. (2011). Risk Algısının Marka Sadakatine Etkisi: Cep Telefonları Kategorisinde Bir Uygulama, Ege Akademik
• Bakış, 11 (2): 267-276.
• Demir Ş. Ş., Kozak M. (2011). Turizmde Tüketici Davranışları Modelini Oluşturan Aşamalar Arasındaki İlişki, Anatolia:
• Turizm Araştırmaları Dergisi, 22 (1):19-34.
• Fischhoff B., Bruin W.B., Perrin W., Downs J. (2004). Travel Risks in a Time of Terror: Judgments and Choices, Society
• for Risk Analysis, 24 (5):1301-1309.
• Floyd M. F., Gibson H., Gray L. P., Thapa B. (2003). The Effect of Risk Perceptions on Intentions to Travel in The Aftermath
• of September 11, 2001, Safety and Security in Tourism: Relationships, Management and Marketing, 15: 19-38.
• Fodness D. ve Murray B. (1999). A Model of Tourist Information Search Behavior, Journal of Travel Research, 37 (3): 220-230.
• Fuchs G., Reichel A. (2004). Cultural Differences in Tourist Destination Risk Perception: An Exploratory Study, Tourism, 52 (1): 21-37.
• Fuchs G., Reichel A. (2011). An Exploratory Inquiry Into Destination Risk Perceptions And Risk Reduction Strategies of First Time vs. Repeat Visitors to A Highly Volatile Destination, Tourism Management, 32 (1):266-276.
• Gray M. J., Wilson M. A. (2009). The Relative Risk Perception of Travel Hazards, Environment and Behavior, 41 (2): 185-204. Grønflaten Ø. (2009). Predicting Travelers’ Choice of Information Sources and Information Channels, Journal of Travel Research, 48 (2):230-244.
• Hair J. F., Black W., Babin J., Anderson R. E. ve Tahtam R. L. (2006). Multivariate Data Analysis. 6. Baskı, Prentice Hall:New Jersey.
• Huang J, Min J. (2002). Earthquake Devastation and Recovery In Tourism: The Taiwan Case, Tourism Management, 23: 145–154.
• Kalaycı Ş. (2008). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri.3. Baskı, Ankara: Asil Yayın Dağıtım.
• Kim L.H., Qu H., Kim D. J. (2009). A Study of Perceived Risk and Risk Reduction of Purchasing Air‐Tickets Online, Journal of Travel & Tourism Marketing, 26 (3):203-224.
• Kotler P., Bowen J. T., Makens J. C. (2006). Marketing For Hospitality and Tourism. New Jersey: Pearson Education International.
• Kozak N. (2006). Turizm Pazarlaması. Ankara: Detay Yayıncılık.
• Kozak M., Crotts J.C., Law R. (2007). The Impact of The Perception of Risk on International Travellers, International Journal of Tourism Research, 9 (1): 233-242.
• Kuo H.I., Chen C.C., Tseng W.C., Ju L.F., Huang B.W. (2008). Assessing impacts of SARS and Avian Flu on International
• Tourism Demand to Asia, Tourism Management, 29(5): 917-028.
• Kültür ve Turizm Bakanlığı, (2010). 2009 Yılı İstatistik, http://www.antalyakulturturizm.gov.tr/Genel/BelgeGoster.aspx?F6E10F8892433CFFD1DDB2FF3800EA3DBFE1A1E BF9849693, Erişim Tarihi: 31.12.2010.
• Kwon K.N., Kwon Y.J. (2007). Demographics in Sales Promotion Proneness: A Socio-Cultural Approach, Advances in
• Consumer Research, 34 (1):288-294.
• Law R. (2006). The Perceived Impact of Risks on Travel Decisions, International Journal of Tourism Research, 8 (4): 289-300.
• Lepp A., Gibson H. (2003). Tourist Roles, Perceived Risk and International Tourism, Annals of Tourism Research, 30 (3): 606 - 624.
• Lin C.F. (2002). Segmenting Customer Brand Preference: Demographic or Psychographic, Journal of Product & Brand Management,11 (4): 249-268.
• Lo A.S., Law R., Cheung C. (2011). Segmenting Leisure Travelers by Risk Reduction Strategies, Journal of Travel and Tourism Marketing, 28 (8): 828-839.
• Luo M., Feng R., Cai L.A. (2004). Information Search Behavior and Tourist Characteristics, Journal of Travel & Tourism Marketing, 17 (2/3):15-25.
• Mitchell V.W., Davies F., Moutinho L.,Vassos V. (1999). Using Neural Networks to Understand Service in The Holiday Product, Journal of Business Research, 46: 167-180.
• Mitchell V., Greatorex M. (1993). Risk Perception And Reduction in The Purchase of Consumer Services, The Service Industries
• Journal, 13 (4): 179-200.
• Mitchell V., McGoldrick P. (1996). Consumers’ Risk Reduction Strategies: A Review and Synthesis, The International Review
• of Retail, Distribution, and Consumer Research, 6 (1): 1-33. Mitchell V.W.,Vassos V. (1998). Perceived Risk and Risk Reduction
• in Holiday Purchases: A Cross-Cultural and Gender Analysis, Journal of Euromarketing, 6 (3):47-79.
• Ng S. I., Lee J. A., Soutar G. N. (2007). Tourists’ Intention to Visit A Country: The Impact of Cultural Distance, Tourism
• Management, 28 (6): 1497-1506.
• Nunnally J. C. (1967). Psychometic Theory. 1. Baskı, New York: McGraw Hill.
• Odabaşı Y., Barış G. (2007). Tüketici Davranışı. İstanbul: MediaCat.
• Persuric A.S.I., Tezak. A. (2009). The Influence of Socio-Demographic Characteristics of Tourists on Their Interest for Organic Food in Istria, Croatia, Agricultural Journals, 55 (6): 296-305.
• Pizam A. (1999). A Comprehensive Approach to Classifying Acts of Crime and Violence at Tourism Destinations, Journal of Travel Research, 38 (1): 5-12.
• Qi C.X., Gibson H. J., Zhang J. J. (2009). Perceptions of Risk and Travel Intentions: The Case of China and The Beijing Olympic Games, Journal of Sport and Tourism, 14 (1): 43-67.
• Quintal V. A., Lee J., Soutar G. N. (2009). Tourists’ Information Search: The Differential Impact of Risk and Uncertainty Avoidance, International Journal of Tourism Research, 12 (4): 321-333.
• Reisinger Y., Mavondo F.(2005). Travel Anxiety and Intentions to Travel Internationally: Implications of Travel Risk
• Perception, Journal of Travel Research, 43 (1): 212-225.
• Rittichainuwat B.N., Chakraborty G. (2009). Perceived Travel Risks Regarding Terrorism and Disease: The Case of
• Thailand, Tourism Management, 30 (3): 410-418.
• Rızaoğlu B. (2004). Turizm Pazarlaması. Ankara: Detay Yayıncılık.
• Roehl W. S., Fesenmaier D. R. (1992). Risk Perceptions and Pleasure Travel: An Exploratory Analysis, Journal of Travel Research, 30 (4): 17-26.
• Roselius T. (1971). Consumer Rankings of Risk Reduction Methods, Journal of Marketing, 35, 56-61.
• Ryan C. (1993). Crime Violence Tourism and Terrorism: An Accidental or Intrinsic Relationship? Tourism Management, 14 (3):173-183.
• Sekaran U. (2000). Research Methods for Business: A Skill Building Approach. 3. Baskı., USA: Wiley and Sons.
• Sjöberg L. (2005). The Perceived Risk of Terrorism, Risk Management, 7 (1): 43-61.
• Simpson P. M., Siguaw J. A. (2008). Perceived Travel Risks: The Traveller Perspective and Manageability, International Journal
• of Tourism Research, 10: 315-327.
• Sönmez S. F., Graefe A. R. (1998a). Influence of Terrorism Risk on Foreign Tourism Decisions, Annals of Tourism Research, 25 (1): 112-144.
• Sönmez S. F., Graefe A. R. (1998b). Determining Future Travel Behavior from Past Travel Experience and Perceptions of Risk and Safety, Journal of Travel Research, 37 (2): 171-177.
• Sönmez S. F. (1998). Tourism, Terrorism, and Political Instability, Annals of Tourism Research, 25 (2): 416-456.
• Sweeney J.C., Soutar G.N., Johnson L.W. (1999). The Role of Perceived Risk in the Quality-Value Relationship: A Study in a Retail Environment, Journal of Retailing, 75 (1):77-105
• Tolon M., Zengin A.Y. (2011). Demographic Characteristics and Complaint Behavior: An Empirical Study Concerning Turkish Customers, International Journal of Business and Social Science, 2 (9): 42-48.
• Tsaur S. H., Tzeng G. H., Wang K. C. (1997). Evaluating Tourist Risks from Fuzzy Perspectives, Annals of Tourism Research, 24 (4): 796-812.
• TÜROFED (2011). Turizm Raporu 4, Türkiye Otelciler Federasyonu, www.turofed.org.tr.
• Uriely N., Maoz D., Reichel A. (2007). Rationalising Terror-Related Risks: The Case of Israeli Tourists in Sinai, International Journal of Tourism Research, 9 (1):1-8.
• Västfjäll D., Peters E., Slovic P.(2008). Affect, Risk Perception And Future Optimism After The Tsunami Disaster, Judgment and Decision Making, 3 (1): 64-72.
• Yavaş U. (1987). Correlates of Vacation Travel: Some Emprical Evidence, Journal of Professional Services Marketing, 5 (2): 3-18.
• Xie H., Bao J. ve Morais D. B. (2006). Exploring Gender Differences In Information Search Among Domestic Visitors To Yellow Mountain and Guilin, PRC, Proceedings of the 2006 Northeastern Recreation Research Symposium, 9-11 Nisan 2006, New York: Bolton Landing.